Research On After-sales Service Strategy Of A-Automobile Company Based On The Perspective Of Value Co-creation

The trend of replacing traditional cars with new energy vehicles is irreversible,and traditional car companies are facing multiple impacts from new forces.Customer loyalty directly determines the future development space of traditional car companies.In the era of digital economy,the logic of product dominance is developing towards that of service dominance.Automobile brand manufacturers should base their after-sales service strategies on the core concept of "value co creation" and maintain customer loyalty to the brand.Therefore,this article provides support for the after-sales service strategy of A Automobile Company by studying the relationship between customer value co creation and customer brand loyalty.On the basis of reviewing the concepts and theories of customer value co-creation and customer brand loyalty,this paper designs A research model with customer perceived value as the intermediary variable,conducts a survey on the customers of A automobile company in the form of questionnaire,and reveals the relationship between customer value co-creation and customer brand loyalty through data statistics and analysis results.SPSS and AMOS were used for statistical analysis of the data.After reliability analysis,validity analysis and structural equation verification,the research hypothesis proposed in this paper was demonstrated:(1)Customer participation behavior has a positive impact on customer perceived usefulness,customer social value,offline 4S store experience and online community interaction;Customer citizenship behavior has a positive impact on customer perceived usefulness,customer social value and offline 4S store experience;Customer perceived usefulness,social value,offline 4S store experience and online community interaction have a positive impact on customer brand loyalty;Customer participation behavior and citizen behavior have positive influence on customer brand loyalty;Customer perceived value plays an intermediary role in customer participation behavior,customer brand loyalty,customer citizenship behavior and customer brand loyalty.(2)Customer perceived value plays an intermediary role in customer participation behavior,customer brand loyalty,customer citizenship behavior and customer brand loyalty;(3)Customer citizenship behavior has a positive impact on customer online community interaction;Customer online community interaction has a positive impact on customer brand loyalty.Finally,this paper also puts forward optimization suggestions for A automobile company’s after-sales service strategy: enrich new energy automobile products based on value co-creation,improve channel construction based on value co-creation,improve brand publicity based on value co-creation,improve service process based on value co-creation,and improve service center construction based on value co-creationThe research of this paper provides research value for automobile brand companies in brand management,customer relations and the formulation of marketing strategies,and also provides suggestions for the sales and after-sales subsequent marketing work through management enlightenment.